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A Day in the Life of a Senior PPC Executive

Have you heard of PPC but aren’t really sure what it involves? Well, just to cover the basics PPC refers to the pricing model, Pay Per Click (PPC). You only pay when a person clicks an ad directing them through to your website. PPC is a fantastic way to drive traffic and increase conversions on websites.

To give a little insight, we manage more than £600,000 of paid search spend annually which delivers outstanding results for our clients.

So, what is it really like to work with PPC? Does it mean you just get to spend money and see the results rushing in? Danielle Carter, Senior PPC Executive at Reckless, will be able to tell you it is a lot more than that.


I’m Danielle and I’ve been with Reckless for almost two and a half years, working with our PPC and Paid Social clients. My interest in digital marketing stems back to starting my own blog whilst at uni. From there, I’ve taught myself a lot along the way about different areas of the online marketing spectrum.

I actually studied Social History at Manchester Metropolitan but decided that the teaching route just wasn’t the one for me. I felt passionate about creating content but really enjoyed looking at the numbers and data behind the results. My first digital job was working in an agency creating organic and paid social media posts for some major festivals in the UK and Europe.

Outside of work, my hobbies include lifting weights in the gym, re-watching How I Met Your Mother & The Office USA and pretty much anything Disney related. I actually spent fifteen months working in Walt Disney World, Florida as a cultural representative in the United Kingdom Pavilion in Epcot. Looking for a change when I got back, I moved to Chester and landed a job at Reckless as a PPC Executive – which I was pretty chuffed about!

1. Describe your role as a Senior PPC Executive?
Putting it simply, I help our clients to achieve their goals through different paid platforms. We tend to utilise Google Ads, Google Display Network, Bing Ads, Facebook ads, Instagram ads, Twitter ads and some other third-party platforms, to name a few. To get clients where they envisage, I put together strategies that work alongside SEO and Content and not compete against them.

2. What does a typical day at Reckless involve?
No two days are the same! One day I can be doing budget checks, search term reports, bid adjustments or campaign builds. The next, I can be collaborating with the wider team and coming up with creative and unique ideas for client campaigns. Another day I could be knowledge sharing with other team members and putting a new strategy together for a prospective or current client.

3. What are your favourite tools to help you get the job done?
Most of the tools I use involve a spreadsheet of some sort to analyse data. Supermetrics plugins for data studio make life a lot easier and get rid of the tedious task of manually dissecting data across different paid channels. I also like to use SEMrush for keyword search volumes and cost-per-clicks when Google Keyword Planner lets me down too.

4. As we ask our clients & prospective clients, what’s their challenge, what would you say is the most challenging part of the role?
The most challenging part of my role is when something just isn’t working. I could have an amazing selection of keywords, great ad copy and a strong CTR but we might not get the anticipated results. This is where I can dig down into the more in-depth data by teaming up with Matt (CRO). We can look at landing page metrics or the copy on landing pages which the content team can improve.


5. What kind of skills do you need to be effective within your role?
Being able to multitask between different clients and different platforms means that time-keeping is a must. You need to be able to analyse numbers for more than what they are and have the drive to investigate and find out the who, what, where, why and when with that data. Writing well is also key to getting a good quality score. I’m not the best at writing snappy copy so when I need something, I turn to the wordsmiths on our team.

6. Describe yourself in 3 words.
Determined. Positive. Growing.

7. Which celebrity or thought leader’s social media profile do you most admire, and why?
I adore Aldi’s Instagram feed. They have such consistency with images following on from one row to the next as well as their theming and continuity between products they’re advertising.

Jameela Jamil’s Twitter feed is another social profile that I seek out. She’s very vocal on how health and weight loss products are marketed and an advocate for having a body-positive outlook. She is incredibly inspiring to me and someone I look up to.

8. Finally, we have to ask this: when you’re really feeling Reckless, what do you think you would do?
You can normally find me in my local trying out the new gins. If I’m feeling really Reckless, I’m known to enjoy a Fireball or two and pass them around – much to my friends’ dismay.

If you’re interested in PPC or other Digital Marketing services and this sounds like a working life that you could get stuck into, contact us today and share a bit about you along with your CV.